Foxconn will adjust to the "marketing" strategy in the future

Absrtact: Throughout the October, Foxconn, the world's largest foundry, has made a series of latest transformation attempts, increasingly diluting the traces of manufacturing and strengthening the business color. One of them is that Foxconn's rich Internet network is quietly officially online, extending through the physical channels

Throughout October, Foxconn, the world's largest foundry, has made a series of new attempts to transform itself, weakening the traces of manufacturing and strengthening the "business" color. One of them is that Foxconn's rich network is quietly officially on the line, and after the extension of the solid channel, the electric trader has become the only pawn in the mainland. However, the network seems to be still not ready to participate in the fight, customer service is quite like to include journalists, including the south to the day Cat Rich network flagship store. As for the positioning of the network and the next development plan, and how it will help promote the transformation of the Foxconn, Foxconn officials told reporters in the south that they are not commenting.

The channel of transformation focuses on electricity quotient

Mr. Gou has repeatedly stressed that Foxconn will be in the future to "market sales" of strategic direction, Foxconn insiders also said that electronic manufacturing has been to a meager profit era, Hon Hai will pay more attention to the distribution market layout. But there is no clear path to how "market sales" will appear. Earlier, the outside world saw more is the channel expansion of Foxconn, from the manufacturing link to the upstream brand and downstream channel extension.

At present, Foxconn has started a second attempt in the field of electrical business, independent domain name Electric business website Rich Lian Online line operation. Rich network staff told the south are reporters, the company mainly sells 3C electronic products. Reporter learned that the rich network was formally established in April 2013, last July officially on the line, initially in the Cat platform as the flagship store form.

However, the rich network independent online is "quietly into the village, shooting the not". October 29, the electric Business customer service staff told South all reporters, not sure whether to participate in the Double 11 war, the Cat platform flagship store continued operations, preferential activities or focus on the flagship store. Obviously, this appliance business still with the cat flagship store as the main force, temporarily or willingly handed over to Ali. Foxconn also says there is no information available on the location and development planning of the network.

Foxconn's channel expansion is ill-fated. Prior to this, Foxconn had invested in the purchase of Flying Tigers, but eventually failed due to mismanagement. 2009 Push line under the steam plan, to 3 years of development million chain. 2010 joint venture with Metro, but all failed.

Hon Hai made it clear that the future will not be new entity stores, offline only to build some experience pavilion, focusing on the electricity business.

In addition to the rich network, Hon Hai Group is gradually implementing the B 2B business model, known as "rich Gold Machine" E-commerce website, planning and sales of Hon Hai manufacturing, including mold 0 components and body parts and other major semi-finished products. It is reported that the gold machine trade city will work with the rich gold Machine network, combined with Hon Hai in precision 0 components on the existing research and development, design and mold production advantages, engaged in business-oriented integration of the actual situation.

b or C, that's a problem.

Gou for the transformation of Hon Hai, the 2009-year group of mergers and acquisitions of Qi Mei Electronics as the beginning, it is constantly looking for investment, buy and Target, to seek growth and transformation. But all the way, his transition to investment is full of twists and turns. The original transformation path is, up to its own brand through the entity channels into the market, through the electronic industry chain. The downward channel extends from foundry to trade, logistics and technology services. Foxconn has also launched its own-brand television, the first in Taiwan to test water sales, but then did not hear a bigger sound.

Now, Mr Gou seems intent on abandoning branding, in an interview with foreign media, said Foxconn wants to become the information age of High-tech services companies, so do not need to have a brand, from the performance of brand enterprises to see why, in addition to a very small number of enterprises, brand enterprises have not achieved too much profit.

Fold up, the downward is also two tears. Hon Hai lacks channels of experience and talent, it is reported that the company's flagship group of the cat's team a lot of people are Foxconn from Lenovo to dig, specifically docking to the day cat platform. Hong Shibin, executive director of China Household Electrical Appliance Marketing Committee, told South reporters that it is difficult to grow a new giant on the platform, unless it cooperates with the Big three giants, "whether it is the electric business platform or the big data, Foxconn is hard to circumvent BA T." "In its view, the consumer sector of the electricity business platform, Foxconn transformation into too late, it is difficult to gather people, precipitation data." However, similar to the rich gold machine business-to-business platform may become the opportunity for Foxconn, "Hon Hai's data and advantages are more in the manufacturing sector, manufacturing-related electrical business expansion to reflect its advantages." ”

The attitude of the peers is more tactful. Jing Dong Group vice president and Household electrical Appliances Business Department general manager Bing to south all reporters that the new electric dealers have a post advantage, more likely, they have no baggage, easy to accept new thinking, perhaps more advanced mode. "But manufacturing companies are not going to be around technology, costs and services. This is a solid effort. ”

Industrial analyst Liu Buzhong said that the advantages of corporate layout has been completed, Foxconn difficult to contend with, "the upstream of the autonomous branding, as well as the downstream channel extension, Hon Hai began to try 56 ago, but the effect is not ideal." "It even believes that Foxconn will be the ultimate competitiveness of OEM, may wish to abandon the brand and channel transformation."

[Industry perspective] Foxconn's October intensive investment-financing transformation

Transition from "manufacturing oriented" to "technology-oriented" mode, to turn into a "trade-oriented" operating model, this path, Hon Hai's boss, Terry Gou has already stressed on many occasions, but how to hit the ground, Foxconn is doing a variety of attempts, the recent frequent movements of Foxconn can also be seen as another round of market attempts.

October 26, Foxconn Science and Technology group signed two projects with Shandong Province, and the project of Heze Industrial Park and Linyi Gold machine trade city. Earlier, the company's rich network officially on the line, but also announced the establishment of a joint venture with the century, seeking to work together in the global market to create an Internet Data center (ID C) and cloud computing infrastructure services supply chain.

"The project is related to robotics, and Mr Gou's million-robot program is not progressing well, and Foxconn is pushing ahead." "said Wang Gang, senior IT industry analyst.

Mr Gou had previously visited Henan, where he planned to build a factory in Henan that would produce high-end screens for handsets such as the iphone, with a maximum investment of RMB 35 billion (about $5.7 billion). October 10, Foxconn announced the establishment of a joint venture with the century interconnection, seeking to create an Internet Data center (ID C) and cloud computing infrastructure services supply chain in the global market.